THE SEVEN STEPS OF

SALES PLANNING
By Alain Winandy
WWW.AWAC.COM.BR
WWW.INFOVAREJO.COM.BR
 THE SEVEN STEPS OF SALES PLANNING

1. Define a Promotional Calendar

2. Analyze/Track sales records
3. Project Sales
4. Project Results
5. Conciliate Sales and Results
6. Detail the Plan
7. Control, Evaluate, Adjust
 SALES PLANNING STEP BY STEP
1. Define a Promotional Calendar
Premise: Campaign aligned with Company strategy.

1. Classify events in order of importance:

– Very Important
– Important
– Less Important

2. Define types of Campaigns:

– Main
– Secondary
– One-time
– Regular
 SALES PLANNING STEP BY STEP
1. Define a Promotional Calendar
3. Define Campaign Details
– Strategy
– Duration (start and end dates)
– Investment

4. Define Desired Real Growth:

– Projected inflation
– Projected GDP growth
– Trends (Competition, Target audience, Stores reform, Economy,
other internal or external variables with significative effect)
 SALES PLANNING STEP BY STEP
2. Analyze/Track sales records

1. Growth over last year (same month or event)

2. Growth over last month

3. Other Indicators
 SALES PLANNING STEP BY STEP
3. Project Sales

• Based on the previous steps, project company’s

total sale month-to-month. This will be the first
projection, or projection of initial sales.
 SALES PLANNING STEP BY STEP
4. Project Results

• Project month-to-month revenues, company total:

– Margins
– Subsidy (negotiated monthly, plus commercial contracts)
– Working Capital result
• Project costs month-to-month, company total:
– Fixed costs
– Variables costs

Sales projection, Revenue projection and Expenses

projection = Projected month-to-month Results.
 SALES PLANNING STEP BY STEP
5. Conciliate Sales and Results

According to the monthly income statement, adjust:

• Sales
• Revenues
• Expenses

To obtain the desired result.

 SALES PLANNING STEP BY STEP
6. Detail the Plan
1. Detail the plan per Section, taking into account :
– Campaign Type
– Seasonality
– Trend (economy, growth, supply / market ...)

2. Detail the plan per Store, Region, taking into account :

– Share/History
– Trend (competition, target audience, reform/rebuildment...)

3. Detail the plan per Day, taking into account :

– Share of sales per week of the month, per day of week (in history)
– Event period
– Campaign period
 SALES PLANNING STEP BY STEP:
7. Control, Evaluate, Adjust
• Daily monitoring of total company sales by region,
by store, by section, day by day
• Weekly adjustment
• Program adjustment of the following month based
on recent record of sales/revenues/expenses

CHASE SALES, BUT ALWAYS FOLLOWING THE

PLANNED RESULTS
Manage accordingly to the prediction of sales
achievement, adjusting revenues and expenses to
ensure the results.
THE SEVEN STEPS OF
SALES PLANNING
By
Alain Winandy
WWW.AWAC.COM.BR
WWW.INFOVAREJO.COM.BR